Interihotel 2025: Hotels with Soul, the True Hospitality of the Future

Domus Selecta, the boutique collection of Keytel, took center stage in one of the most inspiring panels at Interihotel BCN25, the leading design and hospitality event in Southern Europe, which this year brought together over 11,600 professionals, 291 exhibiting brands, and 240 speakers at Fira Barcelona – Gran Via. Titled “Success Stories in Boutique Hotels with Local Identity,” the session explored how the culture, craftsmanship, and authenticity of a region can transform the guest experience and become a hotel’s true differentiating value.

Moderated by María Deus, Brand Manager of Domus Selecta and a member of the honorary jury of the Interihotel BCN25 Awards, the panel brought together three leading figures in Spanish boutique hospitality: Adelina Balbuena (Hotel Ábaco Altea, Alicante), José Manuel Pascua (Eunice Hotel Gastronómico, Salamanca), and Xosé T. Cannas (Hotel Pepe Vieira, Pontevedra). “More and more travelers are seeking hotels with soul—spaces where they can feel the place and connect with its essence. That is the true hospitality of the future,” María Deus noted during the session.

Hotels That Breathe the Local Territory

The three speakers agreed that authenticity is today’s greatest luxury. Adelina Balbuena described her hotel, Ábaco Altea, as “a who, not a what,” a tribute to the tranquil and luminous life of Altea, where “the stone, the scent of flowers, and the energy of the Mediterranean” are integral to the concept. Her vision of Ábaco Style, she explained, is “more a way of life than just accommodation,” a model that transforms every stay into a personal and emotional experience.

For his part, José Manuel Pascua emphasized the importance of connecting gastronomy, art, and design to create a unique identity at his Eunice Hotel Gastronómico: “We want guests to wake up and know they are in Salamanca. We work with local artisans—potters, embroiderers, leatherworkers—so that every detail, from the curtains to the signage, tells the story of the place.”

And Xosé T. Cannas, of the Hotel-Restaurant Pepe Vieira, spoke about the value of the Galician landscape and nature as elements of design and emotion: “Interior design can be bought, but nature cannot. That connection with the surroundings—the light, the climate, and the topography—is our true luxury.”

From the organizers, Interihotel BCN25 also highlighted the role of local identity as a driver of innovation in boutique hospitality. In the words of Toni Zaragoza, Marketing Dept. Manager & Event Director of the event:

“At Interihotel BCN25, we have observed a growing interest in boutique hotels with local identity as a benchmark model. Their competitive advantage lies in combining territorial storytelling, contemporary craftsmanship, and personalized experiences with sustainability and efficiency criteria. This is the path that was discussed and tested in this edition.”

Authenticity as a Strategy for Differentiation

The panel highlighted how drawing inspiration from local culture generates tangible benefits: a more memorable guest experience, greater loyalty, and clear differentiation from uniform accommodation models. The CEO of Pepe Vieira summed it up: “Our guests reconnect with nature, with their partner, with themselves. There are no screens or distractions—just the calm of the authentic.” For Adelina Balbuena, “we don’t compete on price or volume, but on authenticity,” while Pascua noted, “we cannot forget where we come from if we want to know where we are going.”

Domus Selecta’s Commitment to Hospitality with Identity and Purpose

Domus Selecta’s presence at Interihotel reinforces its commitment to boutique hospitality with identity, design, and purpose, where each hotel serves as an extension of its region and the history that surrounds it. “Domus Selecta represents the diversity and authenticity of destinations, and the value of the people who make them unique,” added María Deus. “We are committed to showcasing hotel projects that inspire through their connection to the local context and their respect for the environment.”